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Social media marketing

Social media marketing is the use of social media platforms such as Facebook, LinkedIn, Twitter, Instagram, YouTube and blogs to make a company more visible online.

Successful social media marketing can help a business connect directly with current and potential customers and help expand its reach. For example, when a customer “likes” a company’s post, they may share it across her own social network.

The goal of social media marketing is to create and grow a community of users, build brand loyalty and increase traffic to a company’s website.

When choosing which social media platform to focus on, companies need to conduct research into how and why their customers use these platforms. They also need to focus on platforms that are most relevant to their business. For example, while users might expect more professional content on LinkedIn, they are likely looking for something more lighthearted or conversational on Facebook.

More about social media marketing

Purchasing advertisements on social media platforms is another way companies can use social media to engage their customers. It allows them to target specific customer segments—such as people who like similar products or services—and is a cost-effective way to reach a large audience.

For more information on social media marketing, read BDC’s social media guide.

Related definitions

Find out more in our glossary

Useful resources

Marketing, sales and export

How to create a social media strategy for your business

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Free and low-cost social media monitoring tools for your business

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Free guide: Social media

Learn everything you need to get started in social media or take your efforts to the next level with our step-by-step guide to social media.

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